In this study, the focus is on the significance of stores specialized in parties and costumes in the city of Rio de Janeiro, especially in the post-pandemic context. Considering the increasing resurgence of social events, such as parties for the Carioca consumers, a company prominent in the trade of costumes and decorative accessories for children s parties was selected as the subject of analysis. This research is dedicated to conducting an indepth analysis, using qualitative and quantitative data, to understand the current situation of each of the company s three stores, as well as the geographic and market context in which they are situated. This study aims to diagnose the current marketing strategies adopted by each store and identify areas of improvement. The centrality of personalized and humanized service, typical of small retail, will be highlighted as a key differentiator and a potential area of emphasis in the approach to the consumer.